Overview
The learner can identify unmet demand and prioritise the content that will capture it.
Practitioner level
Learning objectives
- Map the query landscape of a market to existing coverage
- Cluster gaps by intent and score them for opportunity
- Decide when to create, expand or consolidate a page
Lesson outline
- Building a demand map from queries, questions and prompts
- The Query Gap Optimisation Framework in practice
- The Content Opportunity Matrix: impact against effort
- Reading competitor coverage to find winnable gaps
- Turning a scored gap into a commissioning decision